India: Flood-hit Kerala has to sensibly re-think its tourism model – sustainability is a must

By Faizal Khan

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Even as the tourism industry gears up to the task of reconstruction, there is a deep focus on its role in the unsustainable development the state witnessed in the past two decades. More than a month after the deluge, Kerala has moved on from praise for relief and rescue operations by the government and community to asking tough questions on the reasons for the worst floods in a century. “The Kerala model of tourism in the mid-90s was small and indigenous,” says Kochi-based hospitality entrepreneur Jose Dominic. “But then the bigger capital flew in and built a model that was alien to the state,” adds Dominic, whose CGH Earth group is among the pioneers in environment-friendly resorts in Kerala. “The whole attitude towards development has to undergo a sea change. We must learn from tribal communities… Tread softly on land,” says Dominic.

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The recent signals from the government show that it’s willing to accept the criticism and take remedial steps. “Tourism in Kerala is essentially dependent on nature, so we are duty-bound to preserve and protect it. The recent floods also remind us of this inescapable fact,” said chief minister Pinarayi Vijayan while inaugurating Kerala Travel Mart, an international buyer-seller meet held in Kochi recently. “If we allow construction activities that harm the ecology and beauty of our destinations, they will cease to attract visitors. The floods also carried the message that it was time we put a stop to such activities,” Vijayan said.

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As the waters started receding, the Kerala tourism department commissioned a survey in 70 major destinations to find out the damage to facilities and connectivity. The Tourism Readyness Survey, conducted between September 5 and 15, found that most of the major destinations were ready to resume operations. The flooded international airport in Kochi resumed flights on August 29, a fortnight after the start of the floods. The tourism department also lost no time in launching new campaigns to draw visitors back to the state. One such campaign is called ‘The Sun is Out’. Another, ‘This Time For Kerala’, echoes the 2010 South Africa World Cup slogan in the football-crazy state.

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